Ensure you're continually listing the Top SKUs in the market to follow the market growth rates.
Functional Energy makes up 76% of total Sports & Energy value and has contributed an incremental £63m to the category vs last year, accounting for 82% of total Sports & Energy value growth. Weight the SKU count in favour of the segments that are driving the higher value.
Ensure your range reflects this share.
Sports & Energy sees the largest absolute growth up +£77m, followed by water, up +£39m, then Cola, up +£25.5m. Listing products across all segments will cater to the larger amount of shoppers.
Make sure extra space is allocated to Soft Drinks in the summer period.
(IRI Data Total Market Soft Drinks 2018, 2019, 2020 & Planalytics & Metoffice).
Growth in the low sugar alternatives will likely accelerate with the introduction of the HFSS legislation, so ensure you have the right range to cater for this.
NPD's 813649 – Lucozade Sport Zero Raspberry & Passionfruit £1.39 500ml and 813648 – Lucozade Sport Zero Orange & Peach £1.39 500ml
(Lumina Intelligence CTP 2022)
(Nielsen ScanTrack, Total Symbols & Independents w.e. 28.01.23)
815170
Red Bull
Juneberry
PM £1.45 250ml
813183
Monster
Aussie Lemonade
PM £1.49 500ml
The proportion of baskets containing soft drinks has grown from 21% to 25%.
The soft drink increase has been driven by more food and drink to go occasions in the latest period. Retailers should place soft drinks on the end of aisles and in till areas to encourage extra spend.
Food to go missions have increased +2ppts and drink to go occasions are up +1ppt, growing as shoppers use convenience stores more for affordable meal, snack and drink solutions on the go.
(Lumina Intelligence CTP 2022)
68% of consumers say that they are concerned about the sugar content in soft drinks.
Ensure to stock a range of regular and reduced sugar products. As the HFSS legislation will stop the placement of regular soft drinks in areas of the store that drive impulse purchase, ensure sugar-free alternatives are available as a replacement.
If the product is out of stock, the shopper is x2.5 more likely to go to another store for their whole shop.
(Lumina Intelligence CTP 2022)
Information correct at time of print.
These are the ‘Must Stock’ lines which shoppers expect to see in a convenience store. By stocking these lines, you will be meeting your customers’ needs and therefore they will visit your store again.
We suggest you stock the following range: